The Absence Of The World'S Top 100 Brands Will Be Fatal.

A few days ago, a famous international magazine and Communication Agency jointly published the "2008 best brand list". Chinese brands didn't list. In an American poll, the American people mistake Samsung and TOYOTA for Chinese brands.

The industry believes that this is the outstanding performance of the long-term weakness of Chinese brands, and brands will become the fatal "short board" for Chinese enterprises to participate in international competition.

The world's best brand list, CO sponsored by the US Business Week magazine and the international brand group, has been released for 3 consecutive years since 2006. Chinese brands are still hard to find in the list of the world's top 100 brands.

The "2008 best brand list of the world" shows that Coca Cola Co ranks first in the brand value of US $66 billion 667 million. Besides American companies, companies such as Japan, Germany and France have listed companies.

In the past 30 years of reform and opening up, China has 1 million 700 thousand brands, including tens of thousands of famous brands in China, but there is no place in the top 100 brands in the world, which makes people feel a bit sorry.

Chen Peiai, a famous advertising communication scholar and professor of Xiamen University, said.

The blue ocean international communication Promotion Association asked in an American poll released in September 22nd: "what do Americans know about Chinese brands?"

The results show that 42% of people do not think of any Chinese brand. Most of the brands mentioned are not Chinese brands.

Samsung, TOYOTA and NISSAN were mistaken for Chinese brands by many respondents.

And two months ago, by the US Fortune magazine, 35 Chinese big enterprises were listed on the list of the top 500 enterprises in the world. Among them, Sinopec, State Grid and PetroChina ranked 3, sixteenth, 24 and 25 respectively.

China is not short of the top 100 enterprises in the world. Why are there no top 100 brands in the world?

One of the reasons for Chen's analysis is that the evaluation criteria of the top 100 companies in the world are different from those of the top 100 brands.

The top 100 enterprises in the world are based on the annual sales of enterprises. The Sinopec ranks the most advanced Chinese enterprises in the world top 500 with annual sales of US $159 billion 260 million, which is second only to Japan's Toyota Corporation in Asia.

The "global best brand ranking" evaluation index is "brand value". In the "2008 global best brand ranking", the lowest entry threshold is US $3 billion 338 million, and no brand in our country can get "tickets".

Insiders pointed out that the weakness of Chinese brands is not directly proportional to the gradual enhancement of national competitiveness.

Judging from the development of national competitiveness, China's total economic output has risen to fourth place in the world, and the total volume of trade has risen to second. Color TV, washing machines, refrigerators, clothing shoes and hats and more than 100 products occupy first place in world production.

"The weakness of Chinese brands, such as the long run, will become a fatal" short board "for Chinese enterprises to participate in international competition.

Chen accompany love said.

Jinjiang, Fujian, is known as "the capital of Chinese brands". At the same time, Jinjiang is also one of the largest shoemaking bases in the country. 1 billion of the 7 billion pairs of shoes manufactured in the country come from here annually, accounting for more than 10% of the total output of the world footwear industry.

The head of a large shoe manufacturer in Jinjiang told reporters that the manufacturing cost of Jinjiang shoes and Nike shoes is only a few cents, but the price difference between the two in the international market is 10 times, or even bigger.

"The reason is that the brand value of Jinjiang shoes is far from being comparable to that of Nike shoes. This situation will make it difficult for China's footwear industry to get rid of the predicament at the bottom of the international industrial chain."

The person in charge said.

"Chinese brands are not only difficult to expand the international high-end market, but, in turn, in the domestic consumer market, top brands are almost monopolized by international brands."

Zhang Bingguang, a professor of management at Fuzhou University, said that developed countries use only a small amount of resources and funds for developing export products, capital and brand in developing countries, and use the cheap labor and equipment of developing countries to occupy the vast market of developing countries.

Zhang Bingguang, for example, can be proved by Coca-Cola's increasing market share in China.

In the 80s of last century, Coca-Cola entered the Chinese consumer market and achieved great success by filling the gap in the relevant market.

Under the temptation of huge business opportunities, hundreds of domestic Cola brands such as coke have been born.

However, after a few years, the domestic coke brand is disappearing one by one, and the original coke enterprise is bought by Coca-Cola and Pepsi Cola as the processing workshop.

Now, Coca-Cola has launched the idea of Huiyuan Juice and tried to monopolize the brand of Chinese fruit juice.

Chen worried that China's brand and international brand comparison, in the two aspects of popularity and reputation, there is a big gap, especially in terms of reputation.

The main reason for poor reputation is that the credibility of the product is not high, the stability of the product is not good, and the technological content of the product is lacking.

Where is the brand path of Chinese Enterprises

Whether a country possesses an internationally famous brand or how many famous international brands can be owned can be said to be an important symbol to weigh the country's economic strength and its international competitiveness.

Our country is about to enter the new road of development after 30 years of reform and opening up. Is it necessary for Chinese enterprises to set up a new goal: striving for the best brand in the world?

Chen Peiai believes that the credibility of Chinese brands in the world must be shaped by the overall strength of the country, rather than by individual enterprises.

The state should provide new impetus to enhance the credibility of enterprise brand through guidance and policy support, and at the same time, strengthen the cultural environment construction of brand growth.

Secondly, the brand is focused on "creating".

Looking at the world famous brands, the specific brands that praise the industrial products are outstanding.

The brand of Chinese enterprises is a combination, not a "creation". The brand does not have a good foundation, so it has the advantage of quantity, but does not have the advantage of brand reputation.

"The most typical thing is that the 35 Chinese enterprises that enter the world top 500 are giving people the feeling of being one after another, bundling together many" small sampan "enterprises in the industry to become" big carrier "rather than a specific" brand ".

Chen accompany love said.

Hong Zhaoyi, general manager of Qipai group of Fujian, believes that enterprises should create persistent brands and strive to build brands according to international rules.

"If an enterprise regards the creation of brand as a pig raising activity, it will be sold if it is raised. If it is ready, it will not only continue to develop, but let alone create world-class brands."